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Handbook LinkedIn Essentials Guide 271119 Final
Handbook LinkedIn Essentials Guide 271119 Final
01
The
Essential
LinkedIn
Guide
for Marketers.
LinkedIn: For years now, LinkedIn has been the number one
network for B2B marketers and, from 2018 to 2019,
Professionals also become a top channel for lifestyle and luxury B2C
products. It is also rapidly growing in the video space,
and Brands. with millions of users creating and sharing videos and
having meaningful conversations based on the content.
Chapter 2:
Who Uses LinkedIn (and Why?)
Table of Chapter 3:
Contents.
LinkedIn for Every Marketer
Chapter 4:
What to Share on LinkedIn
Chapter 5:
Measuring Engagement On LinkedIn
Chapter 6:
Top 10 Takeaways
Chapter 1
About LinkedIn.
LinkedIn is a social network that functions much like LinkedIn provides a platform for
Facebook or Instagram — minus the baby photos and
both B2B and B2C marketers to:
weird memes. A strong set of norms permeates LinkedIn
and keeps profiles and posts professionally oriented. From
a marketing perspective, LinkedIn allows companies to ○○ Advertise with highly specific targeting
reach candidates, prospects and customers through their
business-oriented targeting capabilities. It’s also a rich ○○ Create and share content,
content-sharing community with video growing quickly including video
among marketers, sales people, and other users.
○○ Generate new business
18-29
30-49
50-64
65+
645M 200 63M 30M
LinkedIn countries unique monthly companies
users nationwide mobile users represented
Fig. 03 // Source: Pew Research Center Fig. 04
Why People Are
In fact, LinkedIn is responsible
Using LinkedIn. for 80% of all B2B leads that
As a niche network, users of LinkedIn come for a specific come from social media.
set of reasons. The most common use case is for job-
hunters and recruiters: LinkedIn has become one of
the most trafficked job listing sites in the world. While
recruitment is important and showcasing your brand successful marketing strategy. LinkedIn is 277% more
and incredible company culture can serve as a marketing effective at generating leads than either Facebook
tool, let’s dive into how people are using LinkedIn in the or Twitter.
marketing space.
Companies use LinkedIn as a tool for spreading brand
awareness, promoting new products and services, and
The second most common reason folks are using LinkedIn
especially for employer branding. LinkedIn also offers tools
is lead generation. Business professionals use LinkedIn for consumer-oriented marketers to run campaigns.
to target, profile, reach and convert new prospects.
LinkedIn offers a slew of tools to assist marketers and It’s important to remember, however, that the average
LinkedIn user comes to the platform not to be marketed or
growth hackers to reach their goals, from career-oriented
sold to. They derive value from staying in touch with their
segmentation tools to native lead-gen ad formats. professional networks, sharing their own accomplishments
or challenges, finding mentorship and community in their
Where Facebook, Twitter, Pinterest, and Instagram combine industry and gaining knowledge. In some cases, that does
both personal and business interests, LinkedIn is strictly for include seeking recommendations for new products or
professional development, which makes it a highly services, which is really a marketer’s sweet spot.
Chapter 3
LINK E DI N TI P: As the industry go-to for employer branding, it’s also where talented
For those using LinkedIn
professionals go for new opportunities. By creating a strong and inclusive
Career Pages, explore your
employee brand, you’ll stand out on LinkedIn to impressive job seekers as
Talent Brand analytics to
well as potential clients.
learn more about your page
visitors, talent pipeline Having a good employer brand can also impact your bottom line — after
and applicant behavior. all, customers are naturally more interested in doing business with a
company that has a reputation for being a good place to work.
Top Tips 3. Add your company logo and an on-brand
cover image
1. Make sure your Company Page is set up Pro tip: If recruitment is a top priority, encourage job
and up to date seekers to sign up for Job Alerts with your company so
they’ll be notified every time you post a new position.
Enter your website, physical location(s),
company size and what industry you’re in.
5. Sponsor content about company culture
2. Write a concise and inspiring Whenever you post content related to employer branding
description of your company’s purpose (life around the office, employee accomplishments, new
and/or mission job opportunities, etc). make sure to give it a boost by
sponsoring it.
Throw in some keywords or hashtags
for extra credit.
6. Create Recruitment Ads for open positions
on LinkedIn.
LinkedIn is known as the undisputed
champ of business marketing, making
it the B2B marketer’s playground. If
you sell a business-oriented product Keyword Skills
or service, LinkedIn has some of the
best targeting capabilities. If you’re
looking for a specific type of role or for
Language Education
companies within a niche industry, you
have almost 700 million professionals’
worth of data and targeting to find
exactly the title you need.
InMail ads
Advertise directly within LinkedIn’s
messaging tool. Write thoughtful, personal
messages and include a link in the CTA
and inline for a higher click through rate
(CTR). These campaigns don’t run exactly
like emails and work well as a way to boost
conversion for events, drive registrations
and convert prospects.
Trends
Explore top performing content and find hot industry
topics. As a page administrator on LinkedIn, you can
choose a specific audience, view the pages they follow,
then explore trending topics. You can also view your post
performance to find high performing content based on
impressions, clicks, reactions, and engagement rate.
Matched Audiences
Use your own data paired with LinkedIn’s data to create
custom, targeted audiences. Matched audiences help expand
your brand reach and find new customers.
Sponsored content
Create native ads to promote content, tools, events, or job
postings in the LinkedIn newsfeed on mobile and desktop.
Use analytics to optimize and target specific audiences.
B2C Marketing
on LinkedIn.
LinkedIn is just as much a vital part of a B2C
marketer’s strategy as it is to a B2B marketer. With
unique and specific targeting capabilities, users
with decision-making power, and the draw of the
top online career network, consumer marketers
have an eager audience ready to interact. As a
B2C marketer on LinkedIn, focus on starting and
facilitating conversations and serving as a helpful
resource within your industry.
marketers to directly target and gain valuable by job function, seniority, and other specific data
points. Centralize your social data using a social media
information from their desired audience.
management platform to look for patterns and trends
among your database.
Understanding
LinkedIn’s algorithm
LinkedIn’s algorithm, like Facebook or Instagram, shows
the audience what they think will be most relevant to
Fig. 13
them, rather than what was posted most recently.
LinkedIn articles
LinkedIn page admins can search their audience’s (page
followers’) interests and find trending articles, then share
them to their audience. Search through employees’
own high-performing content or mentions from your
community and share from the company page.
Videos
Fig. 15 // Source: LinkedIn
LinkedIn’s algorithm prefers posts with native videos
and users themselves are 20x more likely to share a post
that includes a video. Aim for one to two minutes and
include subtitles.
Sponsored Objective-Based
Content Advertising on LinkedIn
Sponsored Content are the native ads you can
promote on LinkedIn’s mobile and desktop news
feed. You can either publish your own content,
share industry articles, post videos, or advertise job
openings.
Text Images
Use LinkedIn Text Ads to drive people to your website or a Extend the content from your company’s LinkedIn page
specific page, attract job prospects, or launch a product. beyond your own audience using image ads.
Video
Sponsored video ads can promote events
and showcase products. They spread brand
awareness while serving as a storytelling tool.
Measuring Engagement
on LinkedIn.
Engagement on LinkedIn can be people reading and sharing content, Use LinkedIn’s analytics to evaluate
watching videos, asking questions, clicking links, and any other way both your page and posts’:
that members can interact with your brand or employees. To measure
engagement on LinkedIn, you can use LinkedIn’s built-in analytics tools ○○ Visitors
which provide metrics on page visitors, page updates, and
○○ Updates
your followers.
○○ Followers
LinkedIn engagement can indicate where there are opportunities for
conversation and action. Say you learn that the majority of your page
visitors are viewing on mobile. This would encourage your team to
prioritize mobile-optimized content and add captions to videos for on
the go viewing.
○○ Update impressions, unique impressions, clicks, click through rate (CTR) – LinkedIn
defines impressions as an update being viewable for over 300 milliseconds on at least
50% of a signed in user’s screen
○○ Update engagement rate: interactions with your post added to the number of
clicks and new followers divided by total impressions
○○ Page views
Paid Metrics on LinkedIn.
Paid campaigns are measured like paid ads on other social media networks and include a feature where you can easily
compare paid and organic engagement on individual and page-level updates. Start by identifying your goal using LinkedIn’s
Objective-Based Reporting, then analyze where you have the biggest bang for your buck.
○○ Results: how many times your ad campaign was successful based on your campaign setup and
objective
○○ Results are also known as your goal for the campaign. These include impressions, landing page
clicks, social actions, video views, conversions or ad clicks.
○○ Cost per result: depending on your goal, this is the cost per result (i.e. click, conversion or
impression)
○ Impressions/Views: the number of times LinkedIn members saw your ad – Each individual ad
type has a specific definition for how engagement and impressions are measured, for example,
video ad metrics break down views, plays, and even more specific data like how many times
people watched at least 25% of the video.
○○ Engagement
○○ Reactions, comments and shares: the total number of reactions, post comments and shares of both Sponsored
Content and organic posts
○○ Clicks: clicks on your updates, company name or logo by a signed in LinkedIn member, excluding reactions,
comments and shares
○○ Page views: the number of times your company page was viewed
○○ Unique page visitors: the number of times your page was viewed by LinkedIn members without duplicates for
return users
○○ Impressions: as defined above, this is when a post is shown to a user for more than 300 milliseconds
○○ Unique impressions: how many times updates were shown to individual logged in LinkedIn users
Chapter 4
Top 10 Takeaways.
01. Keep it personal:
It’s not always about your product: Even though professional qualifications, consumer marketers
LinkedIn is the network for professional content, are finding new ways to use LinkedIn.
the top performing content has a personal touch
that makes it friendly and relatable to others in 04. Your company culture is your brand —
your network. showcase it on LinkedIn: